Shower market is consists of customers who are quite uninformed about the showers and do understand the product options. Based on the information in the case, they can be divided into mainly two categories of customers: individual buyers and property developers.
Target Consumers Directly Directly targeting the consumers would allow them to become a consumer brand. This way, they could compete agains Triton more aggressively, and presumably take some of their market share.
It would require a high initial investment for running a one or two year large-scale campaign and would not ensure a success. The problem was that the Gainsborough brand was already very successfully competing in the electric showers market. A potential launch could result in the cannibalisation of one brand.
Also, the product was perceived as a premium one, but it could loose that value when people would associate it with a discount channel. Target Developers Developers could conceivably be a large-volume channel, since getting few of them on-board would result in a lot of sold and installed showers.
Due to the fact that they usually choose the product for the new properties, they would force the plumbers to get familiar with it, creating awareness also among them. Hence, the company's managing director, Harry Rawlinswon, a HBS graduate who has the 'itch to think big' is faced with many key decisions regarding the company's marketing strategy. He is re-evaluating their existing strategy regarding the overall positioning of the product, distribution channels and effectively pricing and promoting Quartz.
The showers in the UK were facing two main problems: low pressure and frequent fluctuations in temperature. Aqualisa focused on innovation and invested 5. Introduction Aqualisa is a UK shower manufacturer. The showers in the UK were facing two main problems: low pressure and frequent fluctuations in temperature. Aqualisa launched Quartz into the market after three years of development. The product came into two versions: standard shower designed for installations that already had a pump and pumped shower which included a pump.
One of the key advantages of quartz was its ease of installation. While other showers took two whole days to install, Quartz would take only four hours and this was a great source of pleasure both for the customer and the plumber.
In addition to all other advantages like high pressure, stable temperature, ease of installation and remote mechanism, the one touch control mounted on the shower wall was appealing to the customers as well.
Quartz was loved by everyone; parents liked it because its automatic temperature control was safe for their children who could shower on their own now; the elderly loved it because they did not have to struggle with stiff valves and so on. Quartz had some other potential features as well, which had not yet been put into effect.
The Body Jet product and the Slave Remote were two additional products that could boost the sales of the product in the future. The Body Jet product was so popular among women because they could wash their bodies without getting their hair wet and the slave remote enabled the consumer to control the temperature from a distance.
Rawlinson now. We would recommend that he choose the first option which is targeting the customers directly. The do-it-yourself sheds, as said before, simply offer cheap and easy to assemble showers. Therefore, this place is not a proper place for a premium brand like Quartz. The advantage of targeting the DIV sheds is that because these outlets introduce easy to install showers, the customers who have that advantage in mind, will go there and they will get interested in the unique features of Quartz especially its ease of installation.
As a result, some of them may buy the product and after experiencing the convenience in using it they will recommend it to others. The third option which is targeting the developers may seem interesting at first because they can have a huge volume of sales at the start and increase their profits but in practice, it is not going to be so.
Table 2 in Appendix 2 contains the comparison between the different Aqualisa products. The three main types of shower that existed in the market were Electric showers, mixer showers and power showers each having their own positive and negative features.
The main customer of trade shops were plumbers who worked for developers, showrooms, contractors and customers.